Wales is playing at its first world cup for 64 years! This provides an unprecedented opportunity to showcase Wales as a distinct nation on a global stage, especially as it is in a group which also includes England and the USA. There will be a significant Cymru Wales nation brand campaign running throughout the tournament.
The Cymru Wales World Cup toolkit is now available (Cymru Wales FIFA World Cup Qatar 2022 | Travel Trade Wales (visitwales.com)). There is a whole range of assets and market specific content which you could use in your activities including social media handles and hashtags, photography assets, multi-lingual video and digital assets.
Also the Cymru Wales World Cup media centre is now live – World Cup Media | Wales. As well as the global media pack, there are also specific packs for the US, France, Spain, Netherlands and Germany. The stories link through to Discover Wales | Wales.com and have zip files with images, text etc. to download.
As well as nation level activity Visit Wales is also delivering specific tourism activity…
Expedia partnership Discover the land where legends are made. (expedia.com)
There is a significant partnership running with Expedia which went live week beginning 7 November 2022 and will run until the end of February 2023.
The first six weeks are “awareness raising phase” (and football connection will feature more strongly to connect with US audience media touchpoints) then remaining is a shift to “conversion phase” (more general destination sell using our brand pillars of landscape, culture and adventure). Social content has a football theme, then three more across pillars e.g. National Parks, Adventure, Heritage/Culture.
The spend has been split across U.S. (75% of spend) Germany, France & Netherlands (25%).
A US microsite will anchor all social, ecrm and display advertising including video – plus European microsites:
Expedia was chosen due to its position as the Online Travel Agent (OTA) with the largest reach in US and due to previous campaign experience in terms of delivery and measurement. The Expedia Group also gives us access to VRBO audience (exclusively self-catering orientated and businesses in Wales are well represented). There will be continuous evaluation throughout the 14 week period.
Travel Trade
Activity to date has included enhanced participation in VisitBritain’s Destination Britain North America (Washington DC event) and a strong presence at World Travel Market. We’re at Meet the French Trade with VisitBritain and in the first quarter of 2023 Wales will exhibit at ITB Berlin, Vakantiebeurs Utrecht Trade/Media day, and we’re developing a programme targeting the U.S. with Marketing Manchester (as a gateway via direct flights).
Image: © Crown Copyright
